Medical Supply Online Marketing

Project Details


  • Client spending $30k per month on PPC.
  • Conversion rates are high according to analytics
  • Back-end sales numbers and profits do not support analytic data

Client keeps allocating more budget to Pay-per-Click because conversion rate is high, but bank account does not reflect these sales.

Client also complains of decreased organic rankings and sales over past 12 months.

Project Scope:

  • Evaluate ecommerce system and set up
  • Assess analytics, sales, flow-through, and margins to determine problems and solutions
  • Improve sales environment, locate gaps in conversion and profit and correct
  • Improve PPC and SEO sales to boost total revenue
  • Project included:
    1. Website technical and aesthetic review
    2. PPC and SEO Audit
    3. Usability and Ecommerce Audit
    4. Sales and profit assessment
    5. 12-month SEO and PPC improvement campaign


  • Discovered analytic problem and fixed
    • True conversion rate was more than 90% less than previously reported
    • Site visits were being duplicated
    • Ecommerce tracking was not capturing source data properly
    • 43% path-failure was detected (fallout before checkout)
    • PPC was highly ineffective. Targets were not strategic
    • Abundant untapped SEO opportunities
  • Redesigned PPC campaign, improved click through by 63%, decreased spend to $18k per month
  • Tied SEO strategy to PPC focus and implemented ongoing SEO growth plan
  • Redesigned content architecture and path flow using SEO as a basis of our strategy
  • Cleaned checkout process, and improved purchase completions by 34%

Cost and Final Results:

  • Total Project 2 month discovery, plus 12 month SEO, PPC, Ecommerce improvements
  • Total cost $120,000
  • Resulted in average $87,000 per month increase in revenue
  • Resulted in $12,000 per month savings in PPC
  • Amounting to a NET gain of $99,000 per month or $1.19 Million in added annual revenue
Medical supply chart2